The Problem
Dezy's website offered free consultations as part of their acquisition strategy, but 73% of leads did not complete the booking process.
A free consultation is an important differentiator for a new dental care brand, especially given the high cost of dental care in India. After months of funnel optimizations that failed to move the needle, the team realized they were stuck trying to affect a local maximum and needed a redesign.
Why was this a problem?
The funnel also led to second-order effects, with users calling Dezy’s inbound sales team for help booking consultations. After raising its Series B, Dezy aimed to reduce reliance on this team and improve burn; a higher-converting self-serve booking flow would help achieve that.
The brief
To improve the conversion rate of the booking flow by aligning it more closely with Dezy's mission of providing an anxiety-free and trustworthy end-to-end experience for any dental need.
I led the redesign for new user acquisition, collaborating with my PM and a visual designer. We began in September'22 and handed off the designs in March' 23. Dezy then decided to roll out the experience in phases.
My Role
Scoping & Timelines
Mapped the user journey to define the main problems, and their scope and timelines, with my PM.
User Research
Led remote user interviews of churned dezy.com visitors.
High-Fidelity Prototyping
Created several interactive high-fidelity prototypes for internal testing and to get a better feel of the flow.
Visual Polish
Worked with our visual designer to ensure the final screens were pixel-perfect and in line with the brand refresh.
Content Strategy
Created the structure and helped define the tone of copy.
Restructured the IA
Worked on grouping and categorizing dental treatments that helped simplify the main user flow.
What I worked on